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Confidential
Managing Your Digital Brand
Jascha Kaykas-Wolff
April 5th 2014
@kaykasConfidential 2
• Underdogs
• Your Professional Brand
• Think Like A Newspaper
• Important Channels
• Takeaways
Agen...
@kaykasConfidential 3
@kaykasConfidential 4
@kaykasConfidential 5
@kaykasConfidential 6
@kaykasConfidential 7
@kaykasConfidential 8
@kaykasConfidential 9
@kaykasConfidential 10
David & Goliath
Everything we know about that story is wrong.
@kaykasConfidential 11
UNDERDOG
@kaykasConfidential 12
@kaykasConfidential 13
@kaykasConfidential 14
@kaykasConfidential 15
UNDERDOG?
@kaykasConfidential 16
@kaykasConfidential 17
The expectations we have on the incumbent always winning a
fight on their terms is not accurate
- i...
@kaykasConfidential 18
What do we know?
Confidential 19
What do we Know?
There is no ‘surprise’ anymore.
- No more Goliath moments
Confidential 20
Take Ownership Of the Brand of YOU
• Develop your personal positioning
• Pick your channels
• Fine tune yo...
@kaykasConfidential 21
Pick Your Channels
Build Your Listening Platform
Start Publishing
@kaykasConfidential 22
Consistency
@kaykasConfidential 23
There is one
secret in marketing
The Brand Of YOU
@kaykasConfidential 24
Develop your
brand positioning.
The Brand Of YOU
POSITIONIN
G
STATEMENT
High-level promise statemen...
@kaykasConfidential 25
Pick Your Channels
Build Your Listening Platform
Start Publishing
@kaykasConfidential 26
Pick 3
• Twitter
• LinkedIn
• <your choice>
Pick Your Channels
@kaykasConfidential 27
What Should
be consistent
on each channel?
Pick Your Channels
Headshot
Description
Links
@kaykasConfidential 28
• Title is not just your title but your
interests (and maybe contact info)
• Content that you’ve pu...
@kaykasConfidential 29
Pick Your Channels
Build Your Listening Platform
Start Publishing
@kaykasConfidential 30
• Laser focused
• Big shovel
Listening Platform
@kaykasConfidential 31
• Laser focused
Listening Platform
@kaykasConfidential 32
• Big Shovel
Listening Platform
@kaykasConfidential 33
Pick Your Channels
Build Your Listening Platform
Start Publishing
@kaykasConfidential 34
• Curate
• Share
Start Publishing
Buffer. Klout. Hootsuite.
@kaykasConfidential 35
Curate
Create
Start Publishing
@kaykasConfidential 36
Create
Start Publishing
Confidential 37
What do we Know?
There is no ‘surprise’ anymore.
- No more Goliath moments
Confidential 38
Key Takeaways To Own The Brand of YOU
• There is no surprise Goliath moments anymore
• Treat yourself like...
Confidential
THANK YOU Managing Your Digital Brand
Jascha Kaykas-Wolff
@kaykas
Linkedin.com/in/kaykas
April 5th 2014
Thank...
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Whittier College: Managing Your Digital Brand

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As you explore your career options it's important to know that your prospective employers are finding information about you online. This keynote presentation at Whittier College's first career summit provides an overview of steps to take control of your digital brand.

Published in: Career, Business, Technology
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  • 3000 years agoKingdom of isreal was in it infancy11th century BCETakes place in Shefella – now where kingdom of isreal isMoutaian range of vallies east and westPhilistines vs. the Kingdome of IsrealThe valley of elah
  • Single combat – didn’t incur major bloodshad.
  • IsrealitesPhilistines
  • 6’9”Glittering armorSword SpearNone of the ireaslite
  • Young shepard boy volunteersConfident. I’ve been doing this. They try to give him armor. He refuses. Picks up 5 stones
  • Young shepard boy volunteersConfident. I’ve been doing this. They try to give him armor. He refuses. Picks up 5 stones‘come to me’ taunts the shepard boyGiant sees a staff only and he’s insulted“am I a dog that you would come to me with sticks?!”
  • Shepard hits him and he dies
  • Goliath is giant. He has armor.David is a kid. And a shepard.
  • Caverly (on horse and camels)Heavy infintry (knives and javlines)Artilary (archers &amp; slingers)
  • 6-7 revolutions per second35 meters per second. Faster than a baseball. Slingers could hit birds!
  • Slingers were the decisive factor against infantry Goliath is heavy infantry His expectation is that he’s going to fight other heavy infantry!Sol even tried to give armor to match infantry. David never has an expectation to fight ‘fairly’ as an infantry.
  • Goliath is giant. He has armor.David is a kid. And a shepard.
  • Acromegaly - Andre the GiantSide effects to being a giant – Impaired visionHe moved slowly and is escorted to the valley Why doesn’t he know david isn’t going to fight“come to me that I might feed your flesh to the birds of the heavens and the beasts of the fields”“am I a dog that you should come to me with sticks”
  • Every company wants to be innovative.Most companies are already innovative – but typically in pockets.What we do at Mindjet is help companies with the capabilities, embodied in our SaaS Software, to innovate at scale – across every employee, every department, every geography.
  • Every company wants to be innovative.Most companies are already innovative – but typically in pockets.What we do at Mindjet is help companies with the capabilities, embodied in our SaaS Software, to innovate at scale – across every employee, every department, every geography.
  • Transcript of "Whittier College: Managing Your Digital Brand"

    1. 1. Confidential Managing Your Digital Brand Jascha Kaykas-Wolff April 5th 2014
    2. 2. @kaykasConfidential 2 • Underdogs • Your Professional Brand • Think Like A Newspaper • Important Channels • Takeaways Agenda
    3. 3. @kaykasConfidential 3
    4. 4. @kaykasConfidential 4
    5. 5. @kaykasConfidential 5
    6. 6. @kaykasConfidential 6
    7. 7. @kaykasConfidential 7
    8. 8. @kaykasConfidential 8
    9. 9. @kaykasConfidential 9
    10. 10. @kaykasConfidential 10 David & Goliath Everything we know about that story is wrong.
    11. 11. @kaykasConfidential 11 UNDERDOG
    12. 12. @kaykasConfidential 12
    13. 13. @kaykasConfidential 13
    14. 14. @kaykasConfidential 14
    15. 15. @kaykasConfidential 15 UNDERDOG?
    16. 16. @kaykasConfidential 16
    17. 17. @kaykasConfidential 17 The expectations we have on the incumbent always winning a fight on their terms is not accurate - it’s a lot harder to sneak up these days. The very thing that is the apparent source of strength - may also be the greatest weakness. Giants are not as strong and as powerful as they seem.
    18. 18. @kaykasConfidential 18 What do we know?
    19. 19. Confidential 19 What do we Know? There is no ‘surprise’ anymore. - No more Goliath moments
    20. 20. Confidential 20 Take Ownership Of the Brand of YOU • Develop your personal positioning • Pick your channels • Fine tune your content • Create your own ‘listening’ platform • Share to your channel • Publish your content
    21. 21. @kaykasConfidential 21 Pick Your Channels Build Your Listening Platform Start Publishing
    22. 22. @kaykasConfidential 22 Consistency
    23. 23. @kaykasConfidential 23 There is one secret in marketing The Brand Of YOU
    24. 24. @kaykasConfidential 24 Develop your brand positioning. The Brand Of YOU POSITIONIN G STATEMENT High-level promise statement including differentiated benefit that crosses multiple scenarios (derived from promise/differentiation from the value proposition) Target Audience (s) As defined by segmentation (validated through value proposition research process) Current Perceptions Key perception that drives value prop acceptance (determined by dissecting value proposition strengths and weaknesses) Metric Quantifiable measure of the key perception Metric Definition Question (s) from trackers that are used to baseline/gauge perception metric Core Scenarios Specific way offering will be used (from value prop) Specific way offering will be used (from value prop) Specific way offering will be used (from value prop) Customer issues Differentiated Benefit Vs. competitor as specified in value prop Key Messages (with Competitive Differentiatio n) Things we will say about the offering to persuade target that we have a superior value proposition Support Reasons the target should believe the above claims Customer Evidence Specific customer examples that validate our above claims Positioning & Messaging Framework
    25. 25. @kaykasConfidential 25 Pick Your Channels Build Your Listening Platform Start Publishing
    26. 26. @kaykasConfidential 26 Pick 3 • Twitter • LinkedIn • <your choice> Pick Your Channels
    27. 27. @kaykasConfidential 27 What Should be consistent on each channel? Pick Your Channels Headshot Description Links
    28. 28. @kaykasConfidential 28 • Title is not just your title but your interests (and maybe contact info) • Content that you’ve published • A summary written in third person • Content that you’ve been mentioned in • Videos you’ve created and posted • Recommendations!
    29. 29. @kaykasConfidential 29 Pick Your Channels Build Your Listening Platform Start Publishing
    30. 30. @kaykasConfidential 30 • Laser focused • Big shovel Listening Platform
    31. 31. @kaykasConfidential 31 • Laser focused Listening Platform
    32. 32. @kaykasConfidential 32 • Big Shovel Listening Platform
    33. 33. @kaykasConfidential 33 Pick Your Channels Build Your Listening Platform Start Publishing
    34. 34. @kaykasConfidential 34 • Curate • Share Start Publishing Buffer. Klout. Hootsuite.
    35. 35. @kaykasConfidential 35 Curate Create Start Publishing
    36. 36. @kaykasConfidential 36 Create Start Publishing
    37. 37. Confidential 37 What do we Know? There is no ‘surprise’ anymore. - No more Goliath moments
    38. 38. Confidential 38 Key Takeaways To Own The Brand of YOU • There is no surprise Goliath moments anymore • Treat yourself like a brand • Consistency. Consistency. Consistency.
    39. 39. Confidential THANK YOU Managing Your Digital Brand Jascha Kaykas-Wolff @kaykas Linkedin.com/in/kaykas April 5th 2014 Thank you!
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